Personal branding is all about leveraging your brand to make money. Here is a strategic approach to personal branding from personal brand expert Casey Knox.

1. The 4 P’s of Personal Branding
PLUS A FEW TIPS AND TRICKS FOR GROWING A PERSONAL BRAND THAT RESONATES

2. EDUCATIO
N
It’s what people connect with, and believe
about you.
What’s a
PERSONAL
Brand?
It’s someone’s gut feeling
about you.
My promise, my vision,
my values… conveyed.

3. EDUCATIO
N
75%
of purchasing decisions are based
on emotion.
Why
Does It
Matter?
86%
of U.S. HR workers said that a
good online reputation can have a
positive impact on your chances.
OVERALL
consumers trust employees and CEOs
to get company culture,
product/service, and operations
information.

4. EDUCATIO
N
http://bit.ly/ETB2013

5. •
•
•
ABOUT
Director at a digital agency
Full-time mom/wife
President of the American Advertising Federation Chattanooga
My life.

6. EDUCATIO
N
My Brand
Audit static
Your personal brand content
and bios monthly:
LinkedIn,
needs a makeover…About.me,
Tumblr/websites, SlideShare
Largest followings:
Twitter / 2667 followers &
LinkedIn / 1762 connections
Publish regularly to:
Twitter, Instagram, Tumblr,
Facebook, SlideShare
Best returns:
LinkedIn and Facebook

7. ASSESSMEN
T
2 signs
Your personal brand
needs a makeover…
1. Your online/offline identifiers don’t
match
1. You yield low professional/personal
returns

8. ASSESSMEN
T
What
Type Of
Personal
Brand
Are You?

9. ASSESSMEN
T
The news and politics junkie.
The opinionated connoisseur.
The self-promoter.
The helping hand.
The super networker.
via Heather Huhman

10. STRATEGY
4 P’s of
Personal Branding
“Your beliefs become your thoughts,
Your thoughts become your words,
Your words become your actions,
Your actions become your habits,
Your habits become your values,
Your values become your destiny.”
- Gandhi

11. Plugged-In.
As humans, we must be plugged in to stay connected to today’s world, and tell
our story. It is expected that we tell our story. The Internet and mobile devices are
the most effective way to do that, consistently.

12. YourName.com
Build a personal website to standout!
— 56% of all hiring managers are more impressed by
a candidate’s personal website than any other
personal branding tool.
Your personal brand
— 80%makeover… want a personal website.
needs a of job seekers
— 7% of job seekers actually have a personal
website.
GoDaddy
LinkedIn
About.me
Workfolio.com
Wordpress
Tumblr
Twitter
Instagram
Pinterest

13. YourName.com
Build a personal website to standout!
Content to include on your personal brand website:
1. Purpose/focus
2. Contact info
3. Professional headline
4. Brief bio
5. Your resume
6. Professional summary/objective
7. Samples of work
8. Results
9. Links
10. Blog
11. Video and other relevant multimedia
12. Testimonials

14. Proactive.
Tell your story, to guide the truth.

15. earned
EDUCATIO
N
earned
owned
paid
NOTE: screenshot taken during the crisis

16. paid
earne
d
owned
NOTE: screenshot taken 10/14/13

17. owned
earne
d
owned
NOTE: screenshot taken during the Paula Dean crisis

18. Professional.
Set the example, rather than being someone else's.

20. STATS
― LinkedIn counts executives from all 2013 Fortune 500 companies as
members.
― LinkedIn members did over 5.7 billion professionally-oriented searches
on the platform in 2012.
― More than 3 million companies have LinkedIn Company Pages.
― There are more than 1.5 million unique publishers actively using the
LinkedIn Share button on their sites to send content into the LinkedIn
platform.
― LinkedIn members are sharing insights and knowledge in more than 2.1
million LinkedIn Groups.
― In the second quarter of 2013, an average of 33 percent of unique
visiting members came through mobile apps, versus just 21 percent a
year ago.

21. Personable.
Be your friendly self.

22. Generally Speaking…
When (if ever) is it okay to associate these things with my personal brand?
• Politics
Your personal brand
Terrorism concerns
needs a makeover…
• Religious beliefs
•
• Natural disasters
• Man-made disasters
• Work frustrations
• Relationship woes
• Drunken stuper
• Consumer services/products

23. SUMMARY
4 P’s of Personal Branding
Plugged-In
Your personal brand
needs a makeover…
Proactive
Professional
Personable

24. SUMMARY
Personal Brand Roadm
Identify
Listen and find who you want to be.
Devote
Commit. Commit. Commit.
Establish
Adapt
Create and establish messaging.
Refine, reinvent, recreate.

25. Questions?

26. contact.
Casey Knox
Director
President of AAF Chattanooga
Phone: 423 505 9836
Email: caseymknox@gmail.com
Web: about.me/caseyknox or caseyknox.com
@CaseyMaeKnox